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The Huthwaite Sales Academy provides structure for training and developing your people, your teams and your whole organisation.

Our Sales Academy pathways consist of numerous programmes, which together form a behavioural skills framework for driving the performance of a sales team, sales support or sales leader's performance throughout their career.

Cohesive and planned environment

A central, cohesive and planned environment to give each individual a consistent, inter-related set of behavioural skills that will set your organisation apart and form clear development paths for your people.

A long-term solution

A long-term solution, comprising not just training, but needs assessment, learning gain analysis, consulting, digital support and workplace transfer that ensures alignment and sustainability of new skills with your evolving challenges.

A wide view of capability requirements

A wide view of capability requirements across a range of roles, and experience in training them, so that skills and behaviour change are delivered where, when and in the format that will make the most positive impact.

What is the Huthwaite Sales Academy?

Our approach

the essential steps in setting up a successful academy.

Discover

Discover

We work with you to understand the working environment and behavioural skills that will provide the biggest impact for your people by helping you to assess gaps in the sales, negotiation and communication capability within your organisation.

Design

Design

We then work together to build capabilities via skills pathways and integrate them into people’s daily lives using a broad range of training and coaching interventions. Together we construct the most effective experiences for your teams, helping people to acquire, practise and apply new behaviours and skills in their real work so they can sustain that behaviour change.

Deliver

Deliver

We deliver learning journeys driven by expert facilitators, via a collaborative learning platform and guided workplace transfer activities. These allow participants to build knowledge progressively and achieve goals specific to their job function, your departmental requirements and the organisation's broader transformation projects.

Book your free consultation and find out how a sales academy approach to training can improve sales performance.

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Every business sells differently.
Transform your team into top performers.

Here are three suggested Sales Academy pathways. We are happy to work with you to develop bespoke pathways that meet your unique business needs. 

Ready to get started? Click the button below to book your free consultation with an expert today.

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Sales

Leader Pathway


Give your sales leaders the skills and framework needed to deliver consistent, effective support to their teams.

Who is it for?

  • Business Development Directors

  • Sales Directors

  • Head of Sales.

What skills will you develop?

The Sales Leaders Pathway will help you;

  • Create an aligned sales strategy

  • build client relationships

  • coach your team.

Sales

Team Pathway


Empower your customer-facing teams with the key sales skills high performers need to be successful.

Who is it for?

  • Account Managers

  • Business Development Managers

  • Sales Executives.

What skills will your team develop?

The Sales Team Pathway will help your team;

  • Uncover customer needs

  • convert sales opportunities

  • grow existing accounts.

Sales

Enablement Pathway


Build a confident sales function who fully understand the value they can bring to the customer at every stage of the buying cycle.

Who is it for?

  • Project Managers

  • Sales Engineers

  • Pre-sales Consultants.

What skills will your team develop?

The Sales Enablement Pathway will help your team;

  • Inform internal sales discussions

  • deliver value to clients

  • build client relationships.

"The existence of a sales academy clearly demonstrates the commitment to professional selling from the top of the organisation. This commitment builds trust and engagement from the whole sales function..."

Robin Hoyle | Head of Learning Innovation

Read our latest thinking

Sales Leader Pathway

This is a example of one kind of behaviour change pathway for sales leaders.  Your academy pathways may look different but we'll work with you to understand your particular working environment and the behavioural skills that will provide the biggest impact for your people.

  • SPIN Selling

    Familiarise yourself with the verbal behaviours and conversational toolkit that will ensure your sales team can create value, generate more sales and reach higher levels of customer satisfaction.

    Discover more

  • SPIN Coaching

    Coaching can be crucial in helping newly acquired SPIN behaviours, tools and techniques become process habits, allowing your organisation to realise the business benefits of sales training long into the future.

    Discover more

  • Account Strategy

    Understand how decision making units operate and how you and your team can navigate them more effectively and ensure you can gain access to the real decision makers.

    Discover more

  • Complex Negotiations

    This programme will equip you with the skills to avoid simple concessions, conclude sustainable deals, surrender less margin in a sale, save money in a strategic purchase and have a framework for future negotiations.

    Discover more

  • SPIN Proposals and Presentations

    An extension of the SPIN Selling programme, designed to help salespeople achieve maximum impact and persuasiveness with both proposals and presentations for customers at any stage of the buying cycle.

    Discover more

Sales Team Pathway

This is a example of one kind of behaviour change pathway for your sales team.  Your academy pathways may look different but we'll work with you to understand your particular working environment and the behavioural skills that will provide the biggest impact for your people.

 

  • SPIN Selling

    The SPIN sales methodology gives sellers a set of core verbal skills that will allow them to identify and develop needs effectively while demonstrating value to the customer right away.

    Discover more

  • Account Strategy

    Gives salespeople the correct mix of skills, processes and tools to build better customer relationships and win more business opportunities when the complex sale cycle is longer.

    Discover more

  • Complex Negotiations

    Essential for salespeople who work are looking to elevate their existing negotiation skills, avoid concessions, surrender less margin and improve terms of business consistently and sustainably.

    Discover more

    or

    Essential Negotiations

    Essential for salespeople where negotiations are often similar from one to the next, negotiable issues are minimal and you have the mandate to agree key terms.

    Discover more

  • SPIN Proposals and Presentations

    Designed to help people consistently apply the key messages uncovered through SPIN Selling within proposals and presentations to improve their probability of winning business

    Discover more

  • SPIN Refresher

    Some SPIN habits will have become routine and beneficial to the sales process, but keeping up momentum can be challenging - this is when a SPIN refresher might be in order.

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Sales Enablement Pathway

This is a example of one kind of behaviour change pathway for your sales enablement and support teams.  Your academy pathways may look different but we'll work with you to understand your particular working environment and the behavioural skills that will provide the biggest impact for your people.

 

  • SPIN Awareness

    Ensures individuals and teams who contribute to a SPIN sales implementation but do not directly sell understand the SPIN approach and can positively align their actions and activities to the methodology

  • SPIN Proposals and Presentations

    Designed to help people consistently apply the key messages uncovered through SPIN Selling within proposals and presentations to improve their probability of winning business

    Discover more

  • Essential Negotiations

    Essential for people who are sometimes involved in customer or supplier negotiations which are often similar from one to the next, and where negotiable issues are minimal.

    Discover more

The scope of our international delivery is vast. In total we’ve worked in 109 countries and in 35 languages. We’ve worked across 69 countries for one global telecoms company alone. We are a world leader in our ability to deliver a consistent programme at this scale. That’s a huge reassurance for our clients and a level of experience they find invaluable. Book a consultation today.

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FAQ

What is a sales academy?

A sales academy is a structured approach to the training and development of a sales and sales support team. It offers a number of programmes which fit together and complement each other, each specifically designed to develop and empower your salespeople with improved knowledge and skills and accelerate your business growth.

As the business landscape changes, the skills you focus on within your sales academy can be adjusted to reflect the more diverse range of skills that your sales and sales support teams need, in order to thrive and remain successful. A sales academy structure is critical for meeting these changes, where new skills can be built on existing knowledge.

How do you build a sales academy?

Set about designing and building an academy that will not only deliver the sales results that enable your organisation to meet the needs of the future, but also create the right environment for your salespeople to gain the knowledge and skills to perform at their best. To do this, consider the following areas:

Vision – what will your organisation achieve by building an academy? What will it look like in 2-5 years and how will it impact the salespeople, their managers and the wider business?

Measurement – how will you measure academy success? How will you link the training outcomes to your initial skills needs analysis?

Accountability – how will new sales behaviours be measured and how do you hold salespeople responsible for using new skills and methodologies?

Support - The most successful academy style projects we have worked on, have all had buy in from senior teams who see the academy as part of their wider sales and business strategy. Are their needs and expectations of the academy clear?

What are the key benefits of a sales academy?

Ultimately, a sales academy can help boost your teams’ overall sales performance. It will also provide career progression, reduce staff turnover and support succession planning. It will help to develop the skills of new starters and also ensure more experienced team members continue to learn and enhance their knowledge and skills. Importantly, it will also create a common language and build a common foundation for more effective working between and across functions and department. For more information on the key benefits a sales academy can bring, read our blog article.

Our assets

Research based content

Research based content

In each part of the Academy offering we present original, objective, observational research with thousands of data points, which forms the basis of the behaviour changes we bring.

Behaviour Change Expertise

Behaviour Change Expertise

We look, listen and learn, and then we train you – and your coaches – to do the same. We analyse verbal behaviours then we compare them to success models of what the most accomplished people do when they are performing at their best.

Learning Journey planning

Learning Journey planning

Different people have different priorities, so you’ll have different needs in the journeys you map out with us along the pathways. We work with you to map where the intersections are, who should do what, and how - should it be on the job, virtual or classroom based? What appetite is there for coaches to coach. Do you have an internal training capability? What languages are needed, where?

Technology

Technology

We’ve accelerated and expanded our capability to deliver virtually and collaboratively. And by collaboratively we mean something very specific – learning from and with each other. Trainer and participants alike work together on a shared platform where they can engage, communicate, comment, discuss and submit work. This offers a rich experience which is ultimately more relatable to real-world events and practices.

Huthwaite people

Huthwaite people

You want the best people to train your best people. Not only are Huthwaite trainers drawn from an array of professional backgrounds – quota-carrying sales, procurement, the training departments of some of the world’s finest companies, successful entrepreneurs – but they are rigorously schooled, tested, certificated, observed and re-certificated by our Delivery organisation.

International capability

International capability

We often talk about helping to install a common sales language and a common sales culture. But the fact is you may well have many different national languages and national cultures. These ideas are completely compatible. You want your salespeople and the colleagues who support them to think about customer problems and solutions in the same way and address them with consistency.

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